Brook Church-Koegel is the Founder and CEO of Alpha Capital Management, LLC (ACM), an asset management firm that invests as a co-GP alongside institutional investors, and the founder of the Insurance Education Institute and Advisors Edge. He writes about the three things that run through all of that work: the capital he invests, the education he builds for financial professionals, and the long horizon he brings to both. The essays that gather here are written from principle — how he thinks about building, not what anyone should do with their money.
Capital and alignment
ACM invests as a co-GP: committed capital at the general-partner level, invested alongside institutions, with shared outcomes rather than management at arm's length. Brook's writing on capital starts there — with the structure of alignment, what it asks of an owner, and why, as the firm's own site puts it, durable firms are built by owners, not tenants. His stake in ACM is held through Alpha Asset Holdings (AAH), his personal holding company, and that is the vantage point these essays are written from: an owner's, not a tenant's.
Education and fluency
Through ACM's two affiliated education platforms, the Insurance Education Institute and Advisors Edge, Brook teaches financial professionals the quantitative investment methods behind the products they sell. He founded Advisors Edge to close a gap he saw repeatedly in the industry: professionals selling and advising on strategies they didn't fully understand. The essays on education take that conviction as their starting point — education built by practitioners, for practitioners, and an edge that's earned, not assumed.
The long game
Brook's first leadership role came earlier than most executives' entire careers. He served as Tree Musketeers' president from 1987 to 1994 and remained an active volunteer for more than two decades afterward; in 2017, he helped oversee the organization's formal wind-down after three decades of operation. AAH, the foundation of his family office, is the next chapter of that same long-term thinking — building something durable across generations — and the essays on patience, endings, and institutions that last are written from that span of time.
The essays on this site are provided for informational and educational purposes only. Nothing here constitutes an offer to sell, or a solicitation of an offer to buy, any security or investment product, nor does it constitute investment, legal, or tax advice.